定期貨櫃航商電子商務服務屬性需求之探討

Service Attributes of Electronic Commerce in Container Liner Shipping

呂錦山(Chin-Shan Lu) ； 陳李逸(Li-Yi Chen)

《運輸計劃季刊》 32卷1期 (2003/03) Pp. 177-197

https://doi.org/10.6402/TPJ.200303.0177

摘要

近年來，隨著資訊與網路科技的快速發展，電子商務已成為全球性商業發展的重要趨勢。本文旨從貨主觀點，探討定期航商電子商務服務屬性之需求，經由分析結果顯示，貨主最重視的服務屬性為「貨櫃追蹤」、「通關查詢」、「船期查詢」、「電子提單」、「線上詢價」以及「線上訂艙」等項目。透過因素分析(factor analysis)方法之應用，將貨主所重視之各項電子商務服務屬性，萃取並定義為「交易服務因素」、「公司資訊因素」、「設備服務因素」、「市場資訊因素」及「支援服務因素」等主要因素；並藉由集群分析(cluster analysis)，依不同的電子商務服務屬性之需求，將貨主區隔為「一般偏好型群組」、「注重公司資訊群組」、「注重交易服務群組」以及「注重支援與公司資訊群組」，本文研究結果可提供給定期航商做為發展電子商務行銷策略之參考。

關鍵字

定期貨櫃航商 ； 電子商務 ； 服務屬性 ； 集群分析

並列摘要

Due to the rapid development of information techniques and the Internet, electronic commerce has become an important trend for global businesses. This research seeks to evaluate service attributes of electronic commerce for liner shipping from a shipper perspective. The results indicated that the most important service attributes of electronic commerce were container tracking, customers' response, schedule information, electronic bill of lading, fright enquiry, and booking on line, etc. Through factor analysis, five factors were extracted and defined as traction service factor, company information factor, facility service factor market information factor and support service factor from 24 service attributes. Moreover, according to the results of a cluster analysis, shippers were categorized into ”general services oriented firms, company information oriented firms, traction service oriented firms”, and ”support service and company information oriented firms”. This study provides a useful research approach for maritime firms to develop their marketing strategies in electronic commerce.

並列關鍵字

Container liner shipping ； Electronic commerce ； Service attributes ； Cluster analysis

參考文獻

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